Runtuwarow , Charlotte Violet (2000) ANALISIS STRATEGI PEMASARAN PADA PT. WIGUNA SUMBER SEJAHTERA JAKARTA. Masters thesis, Program Pascasarjana Universitas Diponegoro.

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ABSTRAKSI Tujuan melakukan penelitian adalah untuk menganalisa strategi pemasaran yang dilaksanakan perusahaan selama ini dengan mengidentifikasi serta menganalisis faktor-faktor yang menjadi kekuatan, kelemahan, peluang dan ancaman perusahaan. Analisa strategi pemasaran dilakukan dengan menggunakan alat analisis Urban and Star dengan melakukan analisis internal dan eksternal perusahaan. Analisis internal dilakukan dengan mengidentifikasi faktor-faktor yang menjadi kekuatan dan kelemahan perusahaan sedangkan analisis eksternal mengidentifikasikan faktor-faktor yang menjadi peluang dan ancaman bagi perusahaan. Dengan analisis SWOT ini akan diketahui posisi bisnis perusahaan sehingga dapat ditentukan strategi pemasaran yang seharusnya digunakan. Berdasarkan hasil analisa strategi pemasaran yang dilakukan, terlihat posisi bisnis perusahaan berada pada keadaan di mana perusahaan menghadapi peluang pasar yang impresif tetapi terhambat oleh kelemahan-kelemahan internal sehingga disarankan perusahaan untuk memfokuskan strateginya untuk menghilangkan kelemahan┬Čkelemahan internal tersebut agar dapat dengan lebih efektif mengejar peluang pasar. ABSTRACT The purpose of the internship is to analyze its marketing strategy by identifying and analyzing the factors which constitute the strengths and weaknesses of the company as well as the opportunities and threats to the company. The analysis was made by applying the criteria set by Urban and Star which analyze not only the internal factors but also the external factors affecting the company. The analysis of the internal factors was made by identifying the strengths and weaknesses of the company while in the case of external factors, it was made by identifying the factors which were considered as opportunities and threats. By this SWOT analysis, the business position of the company can be identified and then used as the basis to define the appropriate marketing strategy that needs to be implemented. Based on the results of the analysis of the marketing strategy applied thus far, it can be clearly seen that the company has impressive market potentials but could not fully tap them as yet due to its internal weaknesses. Therefore, it is recommended that the company immediately takes the necessary actions to improve its internal weaknesses to enable the company to effectively take the advantage of having considerable market potentials ahead

Item Type:Thesis (Masters)
Subjects:H Social Sciences > HG Finance
Divisions:School of Postgraduate (mixed) > Master Program in Management
ID Code:9039
Deposited By:Mr UPT Perpus 2
Deposited On:22 Apr 2010 11:35
Last Modified:22 Apr 2010 11:35

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